Vinod Gaikwad has 15 years of experience in market research, product and brand management, sales, and marketing. His work includes product development for various food items and launching brands, along with conducting studies on market trends and consumer preferences. The document also outlines recommendations for re-launching and introducing products for the Mother’s Recipe brand, including packaging innovations and a comprehensive marketing strategy.

2. Vinod Gaikwad
15 years of experience in Market Research, Product & Brand
Management, Sales, Marketing & Business Planning.
Work Experience
IMRB - Market Research
HUL - Sales
Desai Brothers Ltd. – Marketing & Sales
Products Developed- Pickles, Paste, Ready-to-cook,spices, Papads ,
RTE, Frozen, Pulps, Fruit & Vegetables in vinegar
Green Ways Foods & Beverage (D) Pvt. Ltd – Sales, Marketing &
Business Plan,
Products Developed-Fruit Juices, Energy Drink & Cocktail Mocktail
Mixers
Muster Maven- Research, Brand Key designing, Marketing plan
development, Business plan designing and launch of products
Product Developed- Frozen, Namkeen, PDW, fruit Drink, Edible oil,
Bakery products etc

3. New Product Development & launch
 Carrying out UNA studies for basic category understanding among various segments
 Identification of the new product categories based on Market visit
 Study and analysis of the secondary sales data to arrive at the potential products mix.
 In-house structured evaluation of the competitors product with R&D team.
 Designing the product requirement for R&D team for product development.
 Visiting Markets, Restaurants, kitchens to get the authentic recipes for the product development.
 Getting the products developed from R&D team.
 Getting them evaluated from theTG through blind organized studies like FGDs, CLTs, Product
placement, Cabinets and kitchen audits.
 Finalizing the recipes based on the product benchmarking and product costing.
 Identifying the third-party vendors for commercial product manufacturing and raw material
buying.
 Carrying out the third-party capacity audit with Operations team.
 Finalizing the commercial terms and agreements post negotiation.
 Getting the products manufactured
 Developing the packaging
 Finalizing the pricing based in market trends and product costing
 Launching the product in the market with 360 deg marketing support
 Consumer feedbacks and corrections (if any)

4. Live Case Study: Mother’s Recipe Spices
Recommendations of McKinsey:
1. Re-launch Mother’s Recipe
(MR) Pickles
2. Launch Blended Spices
3. Launch Papads
4. Launch Namkeens
Spices:
1. Initial Product Portfolio
2. Packaging innovation:
Standipack with zipper, for
retaining freshness even after
opening the pack
Getting theTaste Right:
1. Regional differences
2. Study formulation of regional
brand leaders
3. Develop 2-3 options for each
spice
ConsumerTesting:
1.Across Regions
2. Prepare dishes, e.g, Chana
Masala
3. MR options & regional brand
leader
4. Identify most preferred
5. Note suggestions
FineTune formulation & test in
in-house panel
Costing, Pricing, margins
Test Launch in two towns:
1. Product placement
2. POS material
3.Wet sampling
4. Consumer feedback
Fine tune Marketing Mix &
National Roll Out
5-year Business Plan:
Industry size/ growth
Market share
Sales plan
Marketing plan
P&L